英语广告中的双关语及其翻译商务英语专业Word文件下载.docx

1、摘 要双关语作为广告文体中常用的一种修辞手法, 英语广告中双关语的翻译要做到形神兼备也是一大难点。通过其创意性与趣味性的表现形式，成为推销商品的重要手段。因此，双关语作为一种含蓄、幽默的表达形式，在广告中广泛使用。 本文以英文广告中的双关语为研究对象，分析了双关语的特点和种类， 对其翻译方法进行初步探讨。并结合大量广告实例，阐述双关语在英语广告中的特点, 对双关语的三个产生条件进行了分析。文章还指出双关的功能并非全部在于使人发笑，就广告人的角度来看，双关语有两方面的作用：一是克服广告交际环境中对广告人的不利因素，二是将一些不便说的或不能说的信息含蓄地表达出来。最后还对英语广告中双关语的翻译作了

2、初步探讨。关键词：英语广告; 双关; 翻译 ContentsAbstract 摘 要 Introduction 11 Three Conditions of Pun in English Advertisement 22 Special Features of Puns in English Advertising 42.1 Use Puns to Improve the Communication Environment that is Not Good for Advertisers 42.2 Use of Puns to Convey Inconvenient or Unexplaina

3、ble Messages 52.3 Use Similar Sounds to Express Your Intent 62.4 Use Polysemy 63 Features of Puns in English Advertising 73.1 Homophone 73.2 Semantic Puns 73.3 Quasi-imitation Puns 83.4 Grammar Puns 83.5 Sentences with Famous Aphorisms and Proverbs 94 Translation of Puns in English Advertisements 10

4、4.1 Fit Translation 104.2 Separate Meaning 114.3 Routine 124.4 Focus on Translation 124.5 Deciphering 124.6 Routines 134.7 Focus on Translation 134.8 Compensation Translation 14Conclusion 15References 17Acknowledgments 18IntroductionThe American Marketing Association defines advertising as a means u

5、sed to arouse the publics attention to a certain thing and induce it in a certain direction. Generally speaking, advertising is a kind of general notification and persuasion, and its main purpose is Its about selling a product, service, or concept to your audience. The persuasive and influential fun

6、ction of advertising is realized in a special communicative behavior. Its particularity is reflected in its special communication environment: the degree of trust and cooperation between the two parties in communication is very low, because each other understands the purpose of advertising. In order

7、 to attract peoples attention and make them ultimately behave as expected by advertisers on products, services or ideas, advertisers will use various means, such as invisible communication in advertisements, associative meaning and foregrounding, word escaping and puns Wait. This article lists sever

8、al examples, combined with Archibald. A. Hills theory, analyzes the three conditions of puns in English advertising. The article also discusses the translation of puns in English advertisements.1 Three Conditions of Pun in English AdvertisementAdvertising should attract the publics attention and lea

9、ve a deep impression in the shortest time. It is not easy to make puns concise, humorous, novel and chic, and it can highlight the characteristics of advertising. In the era of accelerating economic globalization and the rapid development of market economy, advertising is one of the most effective w

10、ays for companies to launch new products. In order to win a place in the fierce market, increase the popularity of the products, and establish a good international image of the products, the merchants will carefully design and produce their own ads. Advertising is based on the principle of sales pro

11、motion, using a variety of methods and methods, to make full use of the visual and auditory image elements of advertising to achieve advertising goals. The American Advertising Association ANA regards the goal of advertising, ACCA, as the requirement for advertising success. A stands for cognition,

12、two Cs are understanding and conviction, and A is action, which means that good advertising can prompt readers to recognize, Understand, stimulate, talk about their desire to buy, and ultimately promote buying behavior. Pun is a rhetorical technique commonly used in advertising. Ci Hai is defined as

13、 the use of homophones or polysemy in language to make a word or sentence involve two things. It is to express the meaning of one light and one dark in a language form in a specific language environment. The clever pun application can make the language subtle, humorous and vivid, giving people room

14、for aftertaste and imagination. Advertisement is a kind of broadcast media carrier. In modern urban life, Advertising has expanded from traditional media such as newspapers, magazines, and television to various web sites. Stations and even various modes of transport are playing an increasingly impor

15、tant role. Advertising both To promote a product or service and promote ideas, the language of the ad must have Great agitation, high artistry and unique creativity. Use rhetoric both .It can make language expression more vivid and vivid, and can also deepen peoples impression. To a certain extent,

16、with the help of rhetoric, the expressiveness of advertising slogans can be improvedAnd appeal, which impressed consumers, so rhetoric is heavily used in advertising in. Rhetorical techniques often used in advertising include puns, metaphors, personifications, parallelisms, Loops and rhymes. The use

17、 of these rhetorical techniques in advertising not only makes advertising. The language is vivid, and the wisdom and creativity of the advertising designer are penetrated. Can play a good role in attracting and persuading readers.According to Archibald. A. Hill, author of Puns: The Reading and Their

18、 Uses, there are three conditions for the generation of puns: dual contexts, hinges （that is, polysemes or homonyms）, and triggers （that is, factors that contribute to puns）. ）. Let us understand these three conditions through the following examples.My Faith is gone. Cried he, after one stupid momen

19、t.Faith here refers to both the name of the person and the homonym with faith （faith）, forming a pun. The dual situation here is: Faith is seriously ill, and her life is at stake; on the other hand, her husband Goodman is superstitious about God and hopes to touch God with prayers to save his wife.

20、Touch the phone was that God failed to manifest, Faith died. When she woke up from a coma, she called out the sad pun. The homonym of Faith and faith in the sentence constitutes the hinge of the pun, that is, the wife is gone and the faith is gone. In this example, three conditions are obvious. The

21、touch of some ads is not so clear. E.g.:An apple a day keeps the doctors away IBM produces a new kind of personal computers “apple”The trigger is the element that forms the pun. It is the link that connects two seemingly unconnected situations. The triggers in advertisements are mainly various human

22、 desires and needs. In the above example, eating apples and Apple computers seem to have no connection, but the advertiser is using peoples longing for a better life to convey their true intentions: just as you can keep healthy by having an apple every day, Live the rich life you want by owning an A

23、pple computer. Another example:More sun and air for your son and heirThis is a publicity ad about outdoor beaches. The key to moving people is its touch. Parents love their children, and it is good to let the children breathe fresh air and enjoy the sun in the beach.2 Special features of puns in Eng

24、lish advertisingAccording to the definition of puns, the most basic function of puns is to create humorous effects, but the function of most advertisements is not just to make people laugh. We can see the special role of puns in English advertising from the following two aspects.2.1 Use puns to impr

25、ove the communication environment that is not good for advertisers Attract and maintain the interest of advertising audiences for a long time. The purpose of advertising is to change the cognitive environment in your hand. Its primary task is to attract and maintain the attention in your hand as muc

26、h as possible. However, restrictions on cooperation between advertisers and audiences make it difficult to achieve this goal. For many people, advertising is neither the center of their attention nor the ability to maintain their attention for a long time. Advertising often exists on the edge of aud

27、ience attention. Advertisers have to use various strategies to improve this unfavorable communication environment. Pun is one of the methods they choose. The advertising audiences efforts to interpret the pun increased. However, this extra effort is not in vain. Its return is to obtain additional co

28、ntextual effects. At the same time, the extra effort also greatly lengthens the audiences attention to the advertisement. The following is the slogan of the Century car by Buick: Everything will be new in this century. Because people know the meaning of century, they immediately understood it litera

29、lly, and produced a contextual assumption that everything will be changed in this century. Is brand new. Because this is a car advertisement, until the registered trademark of the car is Certury and the general future in the advertisement, the audience did not understand that Century is not a century, but a car model, and also understood the truth of the advertisement. What it means: The Buick sedan of the Century model has made new improvements. In this way, the advertising audience understanding of the ad word is relatively long, and